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BLOGGER OUTREACH PRESENTATION FOR PODCAMP BOSTON SEPT 2010 SOCIAL MEDIA MARKETING & ONLINE PUBLIC RELATIONS
BLOGGER OUTREACH PRESENTATIONFOR PODCAMP BOSTON
SEPT 2010
SOCIAL MEDIA MARKETING & ONLINE PUBLIC RELATIONS
WHO WE ARE
Long Tail Blogger Outreach to thousands of bloggers
Increase the number of your fans, friends, and followers
Increase their interactions with your social media content.
Dramatically increase the conversations happening about your brand online.
Protect your online reputation with constant monitoring of social media.
Help you become aware of threats to your brand reputation.
Responding rapidly, with our professional guidance.
Social Media Customer Service
PUBLICLY creating customer satisfaction and positive PR/brand promotion
SNS Presence development
Building vibrant, self-feeding passion communities around our clients' brands
WHAT WE DO
100% online media company, born of the Internet, and living our lives in the world of social media.
Team of 35 professionals spread across 4 continents, 7 countries, 14 time zones . . . . and one Internet.
Strategic partners with TheWadeGroup
Abraham Harrison LLC
WHAT WE MEAN WHEN WE SAY “BLOGGER OUTREACH” VS. WHAT MOST PEOPLE MEAN
There are tens of thousands out there who are eager to help you spread your message – you just have to ask them
We don’t just focus on the “A-list” top-25 big blogs – we reach out to the long-tail and get earned media coverage far and wide
For widespread coverage, you must:
Make it as easy as possible (Social Media News Release)
Target widely, but well
Ask for what you want
Pleasant but persistent follow-up
THE RESULT: widespread coverage across places on the web people aren’t hearing about you yet, but would be receptive to your message
BLOGGER OUTREACH
BLOGGER OUTREACH
BLOGGER OUTREACH
BLOGGER OUTREACH: TARGETING
Directly reach out to bloggers of a given subject/demographicResearch based on demographics suited to company/brand/message (CBM)
Have a clear idea of the demographics that are interested in the CBMSearch with the keywords associated with those demographics
Google Blogsearch, Icerocket, etcDirectories, facebook profiles, twitter profiles
Send emails to the bloggers about subjects they care aboutSince they are already writing about a subject they are interested in itThey are likely to post about your CBM
HOW TO TARGET
BLOGGER OUTREACH: TARGETING
Reach out to bloggers regardless of number of readers
Why not just reach out to the few with the most readers?
They might ignore you
Their readers might care less than the readers of a smaller blog
Why reach out to so many low reader bloggers?
There’s a greater chance that a large number will blog
Their readers may care more about the message
The smaller readership is a more intimate setting
That intimacy breeds greater trust
Even small blogs occupy some search results
100s of posts have an effect on SEO and Mindspace
MORE TARGETS
BLOGGER OUTREACH: THE SMNR
Social
Media
News
Release
Provides a one stop shop for bloggersLearn about the CBMEasily acquire media
VideosImagesQuotes
Makes blogging easyBloggers like articles that write themselvesBy providing easily copied info you allow them to create their posts faster.
BLOGGER OUTREACH: THE MESSAGE MODEL
What is a message model?
A message model is the base of an email outreach
Name, blog name, and email address will be merged
What makes a message model great?
It is sent only to people who are interested in the subject matter
It is sent in plain text
BLOGGER OUTREACH: SEND, RESPOND, TRACK
What happens after the outreach is sent?
Human beings watch the inbox and respond to replies
Answer questions
Help with any technical issues
This takes a great deal of time and energy
Articles, tweets, mentions, etc are taken note of
See distance of reach
Observe comments in response to posts
What about angry bloggers? (or “Oh no! I emailed the wrong person!”)
Apologies are made immediately
Sometimes the angry blogger can be made friendly
Sometimes just having a person respond quickly is enough
If they can't be appeased they are removed from all lists
No reason to keep contacting them
BLOGGER OUTREACH: WHY THIS IS VALUABLE
IT WORKS SO WELL, IT CAN WIN YOU AWARDS!
http://ahawards.com
SCREENSHOT
BLOGGER OUTREACH: WHY THIS IS VALUABLE
Posts by individuals to a group of readers that trust themThe blogger has an established relationship with the readers
The relationship is semi-personalReaders feel connected to the bloggerThere is an emotional bond
The relationship is one of trust and respectThe readers have taken successful advice from the blogger beforeThe readers feel that the message is coming from an expert
Since the blogs are independently run there is greater trustCorporate blogs are immediately suspect
Fabricated facts (lies) could benefit the CBMIt doesn’t matter if the posts are true.
Paid-for-post blogs lose trustEstablished and trusted bloggers often shy away from theseReaders feel as if trust is abused when paid-for-posts show upThe blogger’s trustworthiness comes into question
TRUST
BLOGGER OUTREACH: WHY THIS IS VALUABLE
Posts that last the lifetime of the blogsThe posts last essentially forever
Even if a blog ceases to be updated posts often stick aroundDeleted blogs are often still visible in many ways
Quotes and related posts on other blogsArchive.org wayback machine and similar sites
Small blogs have the potential to become large and well readBlogger readership can increase over time
New readers will often read old postsSearch indexes list established content
Your CBM becomes an established part of the blog early onThe CBM develops a relationship with the bloggerThe blogger is more likely to reblog about the CBM
LONGEVITY
BLOGGER OUTREACH: YOU CAN DO THIS ON YOUR OWN, BUT HERE’S WHY IT MIGHT BE A GOOD IDEA TO OUTSOURCE IF YOU HAVE THE RESOURCES
Why can’t someone in company, like an intern, take care of blogger outreach?
Blogger outreach is complicated and delicate
It takes training and experience
It also takes charm
Do you want to trust your entire CBM image to an intern or lone worker?
The worker or intern may leave.
The worker/intern may be or become disgruntled
When they leave their skill might leave too
The worker or intern may have other duties that interfere
THE INSIDE JOB
BLOGGER OUTREACH: YOU CAN DO THIS ON YOUR OWN, BUT HERE’S WHY IT MIGHT BE A GOOD IDEA TO OUTSOURCE IF YOU HAVE THE RESOURCES
What are the benefits of hiring Abraham Harrison to do this?
They already have experience
They know the tricks, traps, and pitfalls
They have already found charming people
They have already hired and fired people to end up with the best
They will have already gained trust in many circles
often these relationships provide leverage
There is an implicit trust grown and maintained
They have already made strong relationships with several companies
They can see potential for cross business pollination
CBMs can be used to grow and support each other
EXPERIENCED HELP
http://abrahamharrison.com
(202) 570-4878
Questions?
Further information we can provide as a follow up?
